If shopping on Thanksgiving evening is your kind of thing, apparel brand Hollister is vying for your business with its vision of a Southern California beach party at all of its stores. For one night only, Hollister promises its “most epic” shopping deal ever and a chance to “party with the hottest lifeguards” on Thanksgiving, starting at 8 p.m. local time.The Abercrombie & Fitch brand began promoting its Black Friday sale with a short new video on YouTube this week. While Hollister kicked off its promotional campaign on YouTube with a teaser, it has bigger plans for the video site as the holiday approaches, including TrueView video ads, two homepage buys next weekend and a series of forthcoming videos that will announce the actual deals to be had in stores.

In its first leap into video advertising on YouTube to reach millennial shoppers, Hollister is primarily using the platform as a sales vehicle instead of a more open play for brand awareness.

The company has been active on YouTube for about a year now, having accumulated 2,354 subscribers and a cumulative 1,026,083 views. Hollister has published more than 100 videos on its YouTube channel, with most featuring those lifeguards it promises to have on hand this coming Thursday evening.Hollister’s most popular videos on YouTube came over the past few months, including a pair of promotional spots for its new mobile app that have generated more than 739,000 views combined. The brand has gained a following among young video bloggers on YouTube, as well. A Google spokeswoman notes that a search for “Hollister haul” returns more than 228,000 video results. The most popular videos feature young fashionista types gleefully bragging about their latest Hollister shopping sprees.Hollister plans to publish more videos over the coming days, showcasing the vibe and excitement it hopes to foster in stores Thanksgiving evening. Eventually, a video will reveal just what the company means by “our most epic deal ever.”The company is increasing its investment on YouTube as Google makes a heavy push around the platform’s role in shopping. According to a recent survey from Google (also cited by a spokeswoman), about 40 percent of the site’s visitors who watch an apparel video eventually go to an online or retail store to learn more about the product.